final assignment university of finance marketing

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14 HELP University

university of achievers Faculty of Business, Economics & Accounting

Department of Business Studies HELP Bachelor of Business (Hons)

FINAL ASSIGNMENT University of Finance - Marketing

FEBRUARY 2023 Semester

Subject: MKT207

PRODUCT MANAGEMENT

Subject Lecturer: Ms Tran Nguyen Hai Ngan

Subject Convenor: Mr Alex Chang Yaw Yun

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4 HELP University university of achievers Assignment Cover Sheet Assignment No Student Information (For group assignment, please state names

Grade/Marks of all members)

Name: NGUYEN MINH THU ID: 2100202

Office Module/Subject Information

Acknowledgment

Module/Subject Code MKT207

Module/Subject Name Product Management

Lecturer/Tutor/Facilitator | Ms Tran Nguyen Hai Ngan

Due Date 17 JUNE 2023

Assignment Title/Topic Final Assignment

Intake (where applicable) | Take home examination

Word Count 2496 Date/Time

Declaration

I/We have read and understood the Programme Handbook that explains on plagiarism, and I/we testify that, unless otherwise acknowledged, the work submitted herein is entirely my/our own

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deemed to have the same authority as a signed statement 2) The Group Leader signs the declaration on behalf of all members

Signature: Date:

Feedback/Comments*

Main Strengths

Main Weaknesses

Suggestions for improvement

Student acknowledge feedback/comments

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Grader’s signature Student’s signature:

Date: Date:

Note:

1)A soft and hard copy of the assignment shall be submitted

2)The signed copy of the assignment cover sheet shall be retained by the marker

3)Ifthe Turnitin report is required, students have to submit it with the assignment However, departments may allow students up to THREE (3) working days after submission of the assignment to submit the Turnitin report The assignment shall only be marked upon the submission of the Turnitin report

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criteria to Poor Satisfactory Good Excellent (0%-49%) (50%-59%) (60%-69%) (270%)

Section 1: 10 | There is much Acceptable Good scope and Excellent scope and

Discuss and room for discussion and depth of discussion | depth on the content

evaluate two improvement on the depth of on the content Arguments are

major the scope and content is Arguments are organized, justified

responsibilities depth of satisfactory mostly organized, and meticulous

with insightful discussion Logical justified and throughout

analysis as Absent or minimal | interpretations meticulous (7-10 marks)

product manager in logical are made (6-6.9 marks)

of the given Interpretations (5-5.9 marks)

organization (0-4.9 marks)

Section 2.1: 5 Absence of Proposed name Appropriate name Appropriate name

Propose name proposed name and/or core proposed; cost proposed with

for the new and/or core benefit analysis benefit analysis realistic and accurate

product and benefit analysis included but mostly accurate core benefits analysis

conduct core (0-2.4 marks) unrealistic (3-3.4 marks) (3.5-5 marks)

benefits (2.5-2.9 marks)

analysis

Section 2.2: 10 | There is much Acceptable Good scope and Excellent scope and

Identify and room for discussion and depth of discussion | depth on the content

discuss with improvement on the depth of on the content Arguments are

analysis two the scope and content is Arguments are organized, justified

levels of depth of satisfactory mostly organized, and meticulous

competition for discussion Logical justified and throughout

the new product Absent or minimal | interpretations meticulous (7-10 marks)

in the in logical are made (6-6.9 marks)

Vietnamese interpretations (5-5.9 marks)

market (0-4.9 marks)

Identify and room for discussion and depth of discussion | depth on the content

justify with improvement on the depth of on the content Arguments are

critical analysis the scope and content is Arguments are organized, justified

two competitors depth of satisfactory mostly organized, and meticulous

for the new discussion Logical justified and throughout

product Absent or minimal | interpretations meticulous (7-10 marks)

in logical are made (6-6.9 marks)

interpretations (5-5.9 marks)

(0-4.9 marks)

Section 3.1: 10 There is much Acceptable Good scope and Excellent scope and

Critically room for discussion and depth of discussion | depth on the content

discuss two improvement on the depth of on the content Arguments are

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evaluate the

the scope and content is Arguments are organized, justified

channel depth of satisfactory mostly organized, and meticulous

effectiveness of discussion Logical justified and throughout

the product [Absent or minimal | interpretations meticulous (7-10 marks)

(0-4.9 marks)

Propose two room for discussion and depth of discussion | depth on the content

innovative and improvement on the depth of on the content Arguments are

feasible ways to the scope and content is Arguments are organized, justified

promote the depth of satisfactory mostly organized, and meticulous

existing product discussion Logical justified and throughout

lines to consumers [Absent or minimal | interpretations meticulous (7-10 marks)

(0-4.9 marks)

Suggest two room for discussion and depth of discussion | depth on the content

innovative and improvement on the depth of on the content Arguments are

feasible methods the scope and content is Arguments are organized, justified

to promote the depth of satisfactory mostly organized, and meticulous

new product with discussion Logical justified and throughout

lesser reliance on [Absent or minimal | interpretations meticulous (7-10 marks)

the current in logical are made (6-6.9 marks)

channels interpretations (5-5.9 marks)

(0-4.9 marks)

Analyze the room for discussion and depth of discussion | depth on the content

market potential of improvement on the depth of on the content Arguments are

the new product, the scope and content is Arguments are organized, justified

backed with depth of satisfactory mostly organized, and meticulous

statistics in the discussion Logical justified and throughout

Vietnamese [Absent or minimal | interpretations meticulous (7-10 marks)

market in logical are made (6-6.9 marks)

(0-4.9 marks)

Section 4.2: 5 | Little or no Prediction Prediction provided | Prediction provided

Predict the sales attempt of displayed with with appropriate with appropriate

forecast for the forecast inaccurate or calculation calculation backed by

new product in the prediction missing, (3-3.4 marks) historical sales data

(0-2.4 marks) calculation of similar product

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the calculation

Section 5.1; 10 | There is much Acceptable Good scope and Excellent scope and

Discuss with room for discussion and depth of discussion | depth on the content

balanced and improvement on the depth of on the content Arguments are

logical reasoning the scope and content is Arguments are organized, justified

the major impacts depth of satisfactory mostly organized, and meticulous

on fast food in the discussion Logical justified and throughout

Vietnamese Absent or minimal | interpretations meticulous (7-10 marks)

market with the in logical are made (6-6.9 marks)

launch of the new interpretations (5-5.9 marks)

product (0-4.9 marks)

Originality, 5 Little or no Relevant Relevant and Wide range of

References and reading, poor reference list accurate reference relevant literature

Citation Integration of attached list attached Extra sourced and

literature into the (2.5-2.9 marks) | references included | integrated into the

text of (3-3.4 marks) text All sources are

assignment cited correctly

(0-2.4 marks) (3.5-5 marks)

Total 100

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1 SECTION 1 1.1 Dicuss TWO (2) major responsibilities of you as a product manager of Jollibee As a product manager of Jollibee, some of the major responsibilities that I will have is A Product Development QO Conducting comprehensive market research to understand customer needs ( collecting and analyzing customer data, preferences, and trends in the Vietnamese market

0 Collaborating with cross-functional teams, including R&D, marketing, and operations, to

develop and refine the new product

0 Ensuring the product aligns with the brand image, positioning, and quality standards of

Jollibee

0 Overseeing the product design and packaging to create a visually appealing and enticing

product for the target market B Marketing and promotion

0 Develop a comprehensive marketing strategy to create awareness and generate demand

for the new product

QO Identifying key marketing channels, such as social media, advertising, and public relations, to effectively reach the target audience

0 Collaborating with the marketing team to create compelling messaging and promotional

materials that highlight the unique selling points of the new product

QO Monitoring and analyzing market trends and consumer feedback to refine marketing strategies and ensure maximum product visibility

2 SECTION 2

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2 mS YS GIANT OAINGEK 'hhững trứng muối giòn tan, cùng với miếng gà fón gidn rym sẽ khiến bạn không thể ri mắt khỏi đĩa ăn." 6à 6lÒn VUI VỀ càne ăn càne The core benefit: The core value refers to the main advantage that users are primarily interested in gaining when making a purchase

Intangible value:

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2.2 Identifying and discuss TWO (2) levels of competition for the new product in the Vietnamese market SALTED EGG FRIED CHICKEN Product form ( Salted egg fried chicken) Product form is a specific level within a product category that consists of related product: basic functionalities and supplementary benefits It comprises additional groups that c category

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Product category (Flavour of Fried Chicken ) Product categories help firms classify, price, and market similar products They improve experience and make it easier for customers to find and understand items They « organizations streamline operations and meet regulatory obligations

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Competitors Jollibee’s salted egg fried chicken KFC’s salted egg-fried chicken Emart’s salted egg fr

Business development objectives

The strategy of Jollibee is to acquire established food chains that are managed well, instead of taking over weak food chains and hoping to revive them (Brands

Vietnam, 2016)

Vision: "Leading fast-food brand with quality food, friendly service, and spacious environments.”

Mission: Key mission: Gain loyal

customers, and bring happiness through food

KFC Vietnam's goal: create a youthful, energetic, leading food brand worldwide

(maneki.marketing, 2022)

Emart is a business that value Their goal is to cre for customers and to acco! community (Emart Vietnat

Chúng tôi làm cuộc sốn thủ vị hơn! Chang toi luôn bên bạn! Chúng tôi đồng hành cùn túng tối

cung cấp giá cá địa phương!

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Product positioning Jollibee focused on products that have: KFC positions its products based on Emart is a budget-frienc

objectives - High-quality (Jollibee, 2023) attributes like quality, taste, convenience, | with a focus on coi

- Affordable prices (Jollibee, 2023) | value for money, and variety This strategy | innovation Multiple ‹

- Flavourful (Jollibee, 2023) has helped the fast-food chain become a | solutions, and affordable

- Family-friendly (Jollibee, 2023) leading brand in the industry (KFC, 2023) | price-sensitive customer:

- Unique menu offerings (Jollibee, providing an enjoya

2023) experience through techn

- Commitment to quality: Fresh 2012)

ingredients, high sanitation standards,

excellent customer service (Jollibee, 2023) - Emphasis on Filipino heritage (Jollibee, 2023) Product Jollibee offers a variety of Filipino- | KFC offers a variety of food products |Emart ‘s foods services food Chickenjoy,

inspired offerings such as

Jolly Spaghetti, Burger

Steak, and their famous Peach Mango Pie including fried chicken, sandwiches, sides,

desserts, and beverages KFC’s products are known for their consistent taste and quality

across its global chains variety of products such a

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; The price will be: The price is: The price 1s only 72,000

Price 39,000 VND for 1 piece 41,000 VND for | piece (KFC, 2023) (Emartmall, 2023)

73,000 VND for 2 pieces 79,000 VND for 2 pieces (KFC, 2023)

Theses prices will depend on the original fried chicken of Jollibee compared with KFC

Place The product will distribute in all the stores | The product is distributed in all the stores in | Because Emart is a mall s

in Ho Chi Minh City and most of the

stores are located in Districts 1,3,4,7 and 10 because these are the place where a lot

of people live there Ho Chi Minh City and KFC stores are

always at the corner of the main street and

locates in Districts 1,4,7,3,10 and 5 distributed in all Emart r